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All Journal Jurnal Akuntansi dan Ekonomika Valid Jurnal Ilmiah Business Management
Octavia, Yusi Faizatul
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Journal : Business Management

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Innovation in MSME Digital Promotion Strategies as a Catalyst for Enhancing Tourist Visits in the Digital Economy Era Krisnahadi, Tama; Octavia, Yusi Faizatul
Business Management Vol 4, No 4 (2025): Business Management November
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/bisnis.v4i4.9583

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in strengthening local economies and supporting the development of sustainable tourism. This study aims to analyze the forms and effects of MSME digital promotion strategy innovations on the increase of tourist visits in the digital economy era. The research employed a mixed method approach with a sequential explanatory design. The findings indicate that MSME digital promotion strategies have a positive and significant effect on tourist visits, as reflected in the regression equation Y = 23.744 + 0.339X, with a significance value of 0.018 (< 0.05). The most effective forms of digital promotion innovation include visual storytelling content and collaboration among tourism stakeholders through the use of social media platforms. The main supporting factors consist of human resource capabilities, product quality, tourist experience, and government support. The study concludes that digital promotion innovation plays a vital role in enhancing MSME competitiveness and stimulating local economic growth.
Co-Authors Amrul, Rusli ENDANG KARTINI, ENDANG Krisnahadi, Tama Nursanty, Ida Ayu Prathama, Baiq Desthania Rusminah Rusminah, Rusminah Ulfiyani Asdiansyuri, Ulfiyani